As Diwali is at our doorsteps and while we are set to celebrate the festival, the brands are putting in their best to scale up their sales by engaging consumers through heart-warming Diwali campaigns.
Here are a few of them:
Nilkamal has unveiled a new campaign, #KhushiyonKeLiyeHameshaReady urging the audience to bring home more reasons to celebrate this festive season.
The films beautifully capture such moments by seamlessly integrating Nilkamal’s wide range of home and office furniture, making the festive celebrations and life in general even more memorable. The campaign ideated, shot, and executed by Makani Creatives comprises a series of films that connect instantly with the millennials showing everyday moments celebrated with an unpredictable twist that brings a smile to the viewers face. These films depict the consumers’ relationship with their loved ones and highlight a significant role that furniture plays in transforming those moments into memories.
Pinaki Gupta, GM Marketing, Nilkamal Ltd, commented, “Nilkamal has been a part of the Indian households for over three decades. Over the years, consumer preferences have been constantly evolving, and we at Nilkamal have innovated and adapted to these changing trends with our range of home and office furniture. Our latest campaign reflects on this journey and showcases our range of furniture through relatable and heartwarming stories.”
Empire Spices and Foods Ltd
Empire Spices and Foods Ltd. (ESFL) popular for its flagship brand Ram Bandhu has released a Marathi short film titled ‘A soulful Diwali – खरे प्रकाशपर्व’.
The heart-touching campaign was created with the aim of supporting and honouring selfless community workers like local kirana store owners, the milkman, the vegetable vendors, the sweepers and other such silent warriors who worked tirelessly during the pandemic. The film captures the story of a kirana store owner played by award winning Marathi actor Kishor Kadam at Gokuldham Society and his apprehensions through the journey of the poignant film.
“At Ram Bandhu we feel indebted to the countless covid warriors who are helping us fight this pandemic. We wanted to express our gratitude through this film. This Diwali let us light a lamp in the honour of the covid warriors of our neighbourhood; the local kirana store owner, the milkman, the vegetable vendors, the sweepers and other such silent warriors”, shared Hemant Rathi Chairman, ESFL.
PNB Housing Finance
As a part of its new social media campaign, PNB Housing Finance captures the essence of true happiness in a heart-warming short film. A sweet reminder that festivals are nothing but a chance to celebrate quality family time and that it gets even better when you are at your own home. What adds sparkle to the film and brings a smile to the face is how it simply refers to happiness as “pure & homemade”.
Greenlam Industries Ltd
Greenlam Industries Ltd. rolls out a short film to celebrate Diwali festivities at Home.
The short film has been conceptualized by the renowned digital marketing agency- Mirum India and showcases how Greenlam Industries Ltd. truly believes that Diwali is all about family and togetherness. The heartwarming yet humorous video showcases an American Boss delegating work to his team in India over a video call on Diwali pressing that the timeline is crucial and needs to go out immediately. The team is clever and sharp witted and manages to get out of it, eventually pulling the plug of the screen. The film is being amplified across various digital platforms and encourages people to spend this auspicious occasion with family.
Commenting on the launch of the short film, Parul Mittal, Director, Greenlam Industries Ltd. said, “Today most of us are swamped and caught up in stressful activities and hectic days at work. After a difficult year, most people are finally getting back to normalcy with the necessary safety precautions. Diwali is a time dedicated to your family and close ones to cherish the spirit of the season. This film reminds us to take a pause and enjoy the smaller things in life.”
CottonKing has launched its latest film ‘#Kasha_Astat_Hya_Bayka’ that is ‘How these women are!’. The commercial film is raising an issue of equality at the domestic level in a very subtle and casual manner. CottonKing grabbed the Diwali season and made the concept around Bhaubeej – An important day in Maharashtrian (their core TG) and North Indian culture. Indirectly, the film shares the young generation’s POV too. Featuring Tejashree Pradhan, Abhijeet Khandkekar, and Kota Factory fame Mayur More star in this Marathi language ad film.
Koushik Marathe, Director, CottonKing said, “We have observed that a lot of women come to our stores to buy shirts for their male family members and friends; this observation led us to create a communication for women and show our gratitude towards them. ADbhoot’s team has taken the brief to another level and come up with the idea of this long-format advertisement. The script the casting, music, editing, and overall direction worked aptly to catch the right nerve of the audience.”
Diwali is a beautifully busy time for us all. The season is changing, we’re meeting guests almost every day, the home transforms, and there’s just so much to do, especially for young pet parents, you’d see that our guy in the film is super happy withhttps://fb.watch/8-fhSAs3rV/ his millennial rangoli. It’s natural for pet parents to get busy, but there are ways of including them in our festivities, and we’re very happy to enable pet parents to include their pets in their celebrations”, says Varun Sadana, Co-founder at Supertails.
Columbia Pacific Communities (CPC)
Columbia Pacific Communities (CPC) the largest and most experienced senior living community in India, releases a beautiful video beseeching the citizens to celebrate a senior friendly Diwali. Let us together as a community say no to crackers to protect our environment and also the sound health of our senior citizens.
Muscle & Strength
Muscle & Strength has launched a digital campaign #Spreading Happiness, built on a message of the importance of kindness and spreading joy in others’ lives. Muscle & Strength India is making this year’s Diwali special by gifting food, sweets, gifts and Diwali hampers to the needy and poor people across multiple cities so that they could also enjoy this festival.
Sharing his thoughts, Praveen Chirania, Founder, Muscle and Strength India said: “It is the time to think about all the people who might need our help to have a prosperous Diwali. We hope that people come forward and give the underprivileged hope and respite from their lives and motivate them to look forward to a better tomorrow. Let us all spread a message of love and togetherness, and inspire others to do the same. The festival of lights should not only be limited to burst crackers but the brightness should be showered on everyone. Let’s be the reason for someone else’s happiness.”
India’s leading short video app MX TakaTak adds to the festive cheer with India’s Biggest Diwali Party – #TodPhodDiwali. Providing its large and diverse community with a massive opportunity to win exciting prizes – including the chance to win touchscreen tablets, the platform is asking one and all to join the party by uploading their unique video of celebrating Diwali in style.
While the pandemic will still compel consumers to largely stay at home, this year – the platform is making up for the absence of Diwali parties and aims to inspire its user base to nonetheless celebrate the festive season in style.
Vi is inspiring users to #LookUp (from their screens) and celebrate Diwali – the festival of lights with families and loved ones. With its #LookUp campaign, Vi has launched a digital video highlighting the importance of virtual platforms, yet encouraging real conversations during special occasions.
RR Kabel launches “Ek Diwali AisiBhi” campaign to extend support and appreciation to the true heroes of Diwali- the electrician community. The dedicated campaign hopes to engage this community through various social media channels in an effort to help bring the joy of the season to their individual households as they continue to work hard towards bringing the same for us.
Speaking on this campaign, Kirti Kabra, Director, RR Global said, “We, at RR Kabel, have always held our electrician community in the highest regard. This year, we wanted to dedicate this campaign to our Kabel Dost to not only thank them for their relentless support but to provide recognition for all their hard work throughout the year. As the true heroes of Diwali, RR Kabel wanted to help celebrate the electricians that continue to make our lives simpler each step of the way. Through this campaign, we would also like to invite our consumers to extend their support for all electricians across the country. Wish you all a very happy and prosperous Diwali!”
To mark the festive season in full gusto, Colorbar, one of the leading beauty brands in India unveiled their campaign #ColorbarXSony in partnership with Sony Music Entertainment on October 10, 2021. This Instagram campaign saw a whopping 1000 beauty influencers from across India showcasing Colorbar’s Sinful Matte Lipstick collection while dancing to the tunes of Badshah’s newest smashing hit “Bad Boy x Bad Girl”.
This one-of-a-kind social media campaign was curated by their integrated communications agency Tute Consult for wider outreach to the existing and potential consumers across India in order to establish the right brand recall, perception, and overall immersion with content that is most relatable. With consumers’ always-on engagement on social media, the 1000 influencers activity was deemed right for Colorbar to capture attention in the best way possible.
Commenting on the brand’s idea to launch a campaign on such a huge scale, Samir Modi, Founding & Managing Director, Colorbar Cosmetics says, “Our brand objective is to have every consumer wear Colorbar, irrespective of geographical location and gender because Colorbar is for all who love makeup. To see this idea come to fruition, we needed something on a larger scale, an activity that will infuse the brand philosophy to the end consumer through a tool that’s most befitting. And we did that. Not only did the influencers come forth to support our campaign and our brand vision, but the responses that we have received have also increased the brand love manifold.”
Bajaj Finance Ltd
Bajaj Finance Ltd., in collaboration with Bajaj Finserv Direct Limited, has launched its Diwali campaign ‘EMI HAI NA’ to offer discounts and cashback on a wide range of products and brands purchased on EMI through the Bajaj Finserv EMI Store of Bajaj Finserv Direct Ltd. (www.emistore.com). Customers can avail of discounts on a slew of electronic products, home appliances, smartphones, smartwatches, furniture, fitness equipment, home decor, accessories, kitchen appliances, and much more with a minimal down payment. The campaign concludes on the 15th of November 2021.
Running LIVE across digital platforms, including Bajaj Finserv’s social media channels (like Facebook, Twitter, LinkedIn, YouTube), audio streaming platforms (like Gaana, JioSaavn), radio, infotainment and other OTT channels, the brand has infused a 360-degree strategy to make “EMI HAI NA” synonymous with Bajaj Finserv’s affiliate companies, Bajaj Finance Ltd., and Bajaj Finserv Direct Ltd.
Shell, recently launched its #FindYourFestivities campaign, an initiative with the core message of encouraging their customers to seek their own unique way of celebrating this festive season. The campaign revolves around the thought that although the celebrations this year might be a bit different as compared to the past, we will all find our own ways to celebrate. Shell aims to enable the celebrations and festivities by offering discounts and surprises to its customers on every visit.
Sanjay Varkey, Director, Shell Mobility, said, “For us, customers are always at the heart of all our product and service offerings. While our reality post COVID – 19 has shaped a need to be careful and vigilant in every aspect of our lives, we are mindful of the power that the joy of togetherness and celebration brings. At Shell, it is our sincerest endeavor to continuously delight our partners and customers with not just our portfolio of integrated solutions but by also offering added comfort and benefits with our exclusive and unique offers.”
Valvoline Cummins launched with an interactive video ‘Gensets ka 1,2,3 approach’ that informs and educates the importance of regular servicing which gets ignored most of the time. Getting these gensets serviced ensures well-lit homes for the festivals. A serviced Genset performs at its best, emits less smoke, provides ease of mind ownership, and most importantly, saves fuel cost, given that diesel rates are at a record high.
Speaking about the campaign Ipshita Chowdhury, Chief Marketing Officer, Valvoline Cummins, India said, “Through this campaign, we aim to encourage and inform the consumers to get their gensets serviced to ensure a well-lit home and other spaces for the festivals which we generally ignore. She further added “We invest heavily in our Research and Development to introduce products which match consumer needs. With the same thought, we have ‘Premium Blue’ engine oil which provides sufficient protection of all the internal parts of a genset for a long time. We are proud that it is exclusively recommended and endorsed by Cummins.”
ripInvest has launched an insightful campaign that encourages everyone to empower Indian businesses through #InvestInIndia, and build a better India, that is infrastructurally strong.
The video showcases how users have invested in opportunities with companies like Stanplus to help them put more ambulances on the road, or with Yulu and IPLTech Electric to make vehicles electric or AUS to enable drones for industrial applications, etc.
Great Learning has launched their Diwali Campaign, #NewBeginning to underscore the significance of upskilling for building rewarding careers. Conceptualized and created by Interactive Avenues, the social media campaign encourages professionals to upskill and give their careers a ‘New Beginning’ on the auspicious occasion of Diwali (especially during the October appraisal cycle).